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Private Label

Supervalu Removes Battery Eggs From Private Label Line

American grocer Supervalu has said that it is to stock only free range and organic eggs in its private label line Wild Harvest, supermarketnews.com reports.

Commenting on the discontinuation of battery eggs, its vice president of private label brands, David Young, said, “The Wild Harvest brand is focused on providing consumers with affordable, organic and free-from products sourced from farmers, ranchers and suppliers dedicated to environmentally and socially conscious practices.”

He added, “Our decision to move toward exclusively cage-free eggs is just one more way we are expanding that commitment.”

Supervalu sells 38 million private label eggs through Wild Harvest annually.

© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here.

 

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